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Over the last several years, almost every manager has examined how the traditional distribution model can be altered to best suit their needs. There will be times when the initiatives of National Accounts and National Sales teams will vary, as numerous advancements in technology, an increasing demand for personalization and customization and the migration of advisors and teams across channels pull organizations in opposite directions. However, based on our recent surveys of National Accounts and National Sales leaders, there is a general consensus that the segmentation/prioritization and servicing of advisors/platforms will be two points of focus for most asset management organizations in 2025.

Source: SS&C Research, Analytics, and Consulting Productivity Insights - National Accounts Team Survey 2024

Segmentation/Prioritization

Firm and platform prioritization and focus list refinements ranked as top five initiatives by 70% and 65% of the National Accounts teams surveyed, respectively, while 45% of National Sales teams surveyed ranked advisor segmentation as a top five initiative. Platform prioritization, focus list refinement and advisor segmentation processes are crucial steps in establishing effective coverage models. In order for National Accounts and National Sales teams to prioritize their strategic focus and resources to ones most aligned with the asset manager’s business goals, the processes to segment and prioritize advisors and platforms must be established, reviewed and revised using data and information that are actionable, and using methods that are standardized.

Source: SS&C Research, Analytics, and Consulting Productivity Insights - National Sales Team Survey 2024 

Activity/Servicing

Once the platform prioritization, focus list refinement and advisor segmentation processes are set, organizations are better positioned to devote the time and resources necessary to understand the unique business/service models of their target advisors and platforms and analyze activity to spend the right amount of time servicing key clients. Servicing research/due diligence teams was ranked as a top five initiative by 50% of the National Accounts teams surveyed, while 50% of National Sales teams surveyed ranked activity expectations as a top five initiative.

Data/Tech Refinement

Data and technology refinement, which was a focus of the 2023 installment of this blog, was also frequently selected by managers on both sides, ranked as a top five initiative by 55% of the National Accounts and 45% of National Sales teams surveyed in 2025. While the refinement process is crucial to the success of both organizations, it can be viewed as an evergreen initiative that asset managers will never stop pursuing on their journey to becoming the most data-driven, technology-enabled organizations they can be.

Looking Ahead

While both sets of initiatives are important as standalones, a firm's ability to segment and prioritize key advisors and platforms for both its National Accounts and National Sales organizations is directly linked to its ability to set appropriate activity expectations and service research/due diligence teams effectively. The relationship between these initiatives undoubtedly contributes to why so many asset managers are prioritizing both in 2025, but also underscores the need for cohesive coverage models that prioritize managers' business objectives and align with the capabilities of all relevant teams.

In addition to the Productivity Insights surveys as noted, read SS&C’s "The Four Features that Define the Modern Wholesaler" free whitepaper which outlines how firms can position themselves as valuable partners today and in the coming years.